Case 01Organic social / B2B presence

Built, not bought.

Scaling LinkedIn

I grew Anitox's LinkedIn presence by treating the platform like an operating system, not a billboard. Consistent execution, tight audience focus, and content that respected how technical people actually consume information.

Role

Global Marketing Manager, Anitox

Context

Anitox: a science-led, international B2B business serving the poultry and animal feed industries. Five years of work across regions, species, and production types.

Disciplines

Content strategy · Social · Audience development · Measurement

Responsibilities

— Channel strategy and content themes
— Publishing cadence across campaigns and events
— Paid amplification decisions (capped at $10K/year)
— Performance measurement

i. The business question

LinkedIn was a lightly used corporate channel. The business needed credibility with a very specific, very technical audience: producers, nutritionists, veterinarians, feed mill managers.

Could the page become a reliable business asset supporting brand credibility, event attendance, lead generation and sales enablement, without leaning on heavy ad spend?

ii. The thinking

Audience first, always.

Content was designed for specific roles. Not “everyone.”

Organic before paid.

If a post didn't earn engagement organically, it didn't get budget.

Campaigns over posts.

Individual posts were never the goal. Supporting launches, events, and commercial priorities was.

Consistency over cleverness.

The page grew because it showed up every week with something useful, credible, or timely. Often all three.

Measurement without obsession.

Metrics were tracked to inform decisions, not to chase vanity wins.

iii. The work

Content aligned to real commercial moments: product launches, trade shows, technical data releases, and customer pain points.
A consistent publishing cadence across email, events, blogs, PR, and social, without burnout or spikes followed by silence.